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Best practices for inhousing your marketing

Our CEO and Founder John Readman recently took part in ‘The Next CMO’ podcast by AI-based marketing software company, Plannuh.

The podcast features discussions with leading experts in marketing, marketing technology, and strategic execution. Hosted by Plannuh’s CEO Peter Mahoney, he covers topics such as marketing strategy, planning, demand generation, case studies, analytics, digital marketing techniques, and innovative marketing strategies.

Despite the pandemic redefining digital and e-commerce, inhouse agencies have seen a 7% increase in overall growth since 2019.

Many brands are considering inhousing some or all of their digital marketing, it’s important to understand the factors that are driving this change.

Through his years of experience, John touched on the issues surrounding an agency and client relationship, focusing on transparency, cost, and trust.

“I think the drive is because people want to take control of their marketing. They want to take ownership and have access to their own metrics.

I also think there is a historical bias within agencies. One way is the relationship the agency has with the ad networks, based on kickbacks or commission. Two is the knowledge bias, if you go to an agency and ask where to spend money, they will generally only recommend what they know. You may be missing out on other opportunities more suitable to your business.”

Peter and John also spoke about the talent shortage, a challenge faced by many brands in the digital space.

While the need for digital skills spans just about every marketing principle, there are a few that stand out. If you work in or are heavily involved in the digital marketing world, you won’t be surprised to know that paid social is the biggest skill needed at the moment with demand having increased by a staggering 116.4%.

John explained that a huge part of Modo25’s approach is to ensure the right people are hired for the job and comprehensive training is offered. Modo25 and agencies should always be on hand for help and guidance if required but should support the business’s own growth and performance.

If you’re considering inhousing some or all of your digital marketing in 2022, download our white paper which features comments from leading brands such as GymShark and Tui. Or, send us an email to 

Abby Cooper - Modo25
Abby Cooper
Abby Cooper - Modo25
Abby Cooper

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